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By Gillian West, Social media manager

March 18, 2013 | 2 min read

Garden wood care brand Cuprinol has revealed it is to launch a new livery and brand identity through an integrated campaign covering TV, online and point-of-sale activity.

The through-the-line campaign showcases its new brand identity and philosophy of ‘Cheer It Up!’, repositioning the product as an aspirational brand and moving away from its current positioning as a functional solution to protecting wood.

The activity focuses on inspiring and helping consumers cheer up their gardens with the tagline running through all touch points, including Cuprinol’s new website which is set to launch on Wednesday 27 March.

The new advertising creative from 18 Feet & Rising focuses on consumers' emotional relationship with their gardens, using a sense of humour to articulate the brand’s philosophy.

On top of the new identity, Cuprinol is also launching NPD for 2013 including ‘Less Mess Fence Care’ and next generation garden sheds. To accompany this new packaging will be introduced across the product range, kicking off with Fence Care, Ducksback and Garden Shades.

The packaging aims to provide a powerful visual framework that can be used beyond the cans into the store environment. A new logo incorporates a wooden texture to highlight the attributes and values of the brand, complementing the new packs. Cuprinol is also releasing 60 new colours for the Garden Sheds range.

Kathryn Ledson, senior marketing manager for AkzoNobel, Cuprinol’s parent company, commented: ““Cuprinol has always been passionate about protecting garden wood and enhancing outdoor spaces. We want our new campaign to show people how simple it can be to add personality and colour to outside spaces and inspire people to ‘Cheer It Up!' With the new range of Garden Shades, it’s the perfect time to brighten up Britain’s gardens.”


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18 Feet & Rising

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